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Caleb Warren
University of Arizona
AdvertisingPsychologyCognitive psychologyLaughterSocial psychology
30Publications
9H-index
461Citations
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Publications 32
Newest
#1Caleb Warren (UA: University of Arizona)H-Index: 9
#2Erin Percival Carter (UMaine: University of Maine)H-Index: 1
Last. A. Peter McGraw (CU: University of Colorado Boulder)H-Index: 22
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AbstractHumor is a common goal of marketing communications, yet humorous advertisements do not always improve consumer attitudes towards the advertised brand. By investigating a potential downside ...
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AbstractConsumer research suggests that cool products demonstrate autonomy by diverging from the norm. However, many products that diverge from the norm seem funny or simply bad rather than cool. What distinguishes products that look cool from those that look funny? We integrate prior research to propose a theory of how consumers respond to unusual product designs. Four experiments provide converging evidence that the design of cool products diverges from the norm in ways that make sense (i.e., ...
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#1Caleb Warren (UA: University of Arizona)H-Index: 9
#2Todd Pezzuti (University of Chile)H-Index: 2
Last. Shruti Koley (A&M: Texas A&M University)
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#1Caleb Warren (UA: University of Arizona)H-Index: 9
#2Adam Barsky (University of Melbourne)H-Index: 12
Last. A. Peter McGraw (CU: University of Colorado Boulder)H-Index: 22
view all 3 authors...
5 CitationsSource
#1Caleb Warren (UA: University of Arizona)H-Index: 9
#2A. Peter McGraw (CU: University of Colorado Boulder)H-Index: 22
Humorous advertisements attract attention and entertain consumers. Nonetheless, attempting humor is risky because consumers may be offended by failed humor attempts. We propose another reason that attempting humor is risky: humorous advertisements can hurt brand attitudes by eliciting negative feelings — even when consumers find the ad funny. Three experiments and one correlational study demonstrate that humorous marketing is more likely to hurt the advertised brand when it (1) features a highly...
9 CitationsSource
#1Caleb Warren (A&M: Texas A&M University)H-Index: 9
#2A. Peter McGraw (CU: University of Colorado Boulder)H-Index: 22
After 2.5 millennia of philosophical deliberation and psychological experimentation, most scholars have concluded that humor arises from incongruity. We highlight 2 limitations of incongruity theories of humor. First, incongruity is not consistently defined. The literature describes incongruity in at least 4 ways: surprise, juxtaposition, atypicality, and a violation. Second, regardless of definition, incongruity alone does not adequately differentiate humorous from nonhumorous experiences. We s...
19 CitationsSource
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